• by Wayne Friedman , September 29, 2010

Viacom's MTV Networks is starting up a new advertising business unit called MTV Scratch, looking to strike deals with new business partners for the network.

Scratch will work with various MTV units: research, marketing, design, ad sales, integrated marketing, programming, and music and celebrity talent. The unit will be headed by MTV veteran Ross Martin, who was named executive vice president of MTV Scratch. He will report to Stephen Friedman, general manager of MTV.

Martin's chief objective is to search out consumer insights, product development, design, branding and original content for brand advertisers that will work with MTV content. MTV says pre-Scratch efforts included working with this year's launch of Microsoft's Bing search engine, the ongoing Pepsi "Refresh" campaign launched in 2009 and the debut the new Zeno Hot Spot, an acne treatment device for teens.

"MTV has a great history of pioneering new approaches and creative solutions with our business partners," stated Friedman. "With Ross and his team, Scratch will help our clients connect with young consumers in powerful, creative new ways in an increasingly complex environment."

Scratch will work closely with other established MTV marketing executives, including units run by Sean Moran, executive vice president of MTVN music group ad sales and integrated marketing and Dan Lovinger, senior vice president of MTV ad sales and integrated marketing. MTV says new brand partners will be announced in the coming weeks.

Martin was formerly senior vice president of MTV360 development and production. Six years ago, he joined MTV as head of programming for mtvU.